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ONTARIO ODEON MANAGERS AND WIVES PREY
NEW ODEON DRIVE
(Continued from Page 1)
tion.” The basis of the drive is the gathering of points, which will reward managers on the principle of “the greater the boxoffice receipts over quota, the bigger the prize.” A sliding scale will be employed.
Previously drives of this nature made prizes aavilable only to the toppers in edch division. Through this competition every manager employed by Odeon Theatres can win one or more of the articles, depending on the amount of effort he puts into in
creasing his ticket sales. A handsome 50-page catalogue lists hundreds of premiums,
ranging from a pair of socks to a refrigerator, a TV set or a bedroom suite, and the point value of each.
This is the first time that a {
Canadian drive will give each manager an opportunity. to win, for his theatre will not compete with any other. He will be working only against the past performance of his own house and the better he does the more points he garners and the more valuable the prize he can choose. The big Belnap and Thompson (Canada) Limited book of prizes has been sent to each manager.
In the first week of the drive, which begins Labor Day . and runs for 13 weeks to December
3, the average theatre is expecfF
ted to get 20,000 points and from there it can be maintained, increased or decreased.
Jim MHardiman’s advertising and publicity department has sent out a great deal of mater
jal covering the drive to each | —
manager and the idea has caught fire. Enthusiastic response has been forthcoming from supervisors and managers, who are anxiously champing at the bit
answer to those who are crying the boxoffice blues and bemoaning the inroad TV is making on attendance figures.
In this picture we see Odeon managers from Toronto, Hamilton, Aurora, Newmarket and Brampton, along with their supervisors and Jim Hardiman, publicity chief, as they prepared for the ‘Odeon Live Like a King Ticket Sellebration."’ They gathered at Belnap & Thompson's plant near Toronto to look at the vast array of goods that they could win through a point system based on increased business in their theatres. This is the first time an unlimited contest has been tried in
Canada,
—Photo by Bob Ellis of The Royal Studios
$25,000 Loss In Theatre Fire
A forgotten cigarette was the cause of a recent fire in the balcony of the Hollywood Theatre, Niagara Falls, Ontario, which did damage estimated at $25,000.
Passerby Spots Theatre Blaze
Serious damage to the Hollywood Theatre, Toronto was avoided when a passerby noticed the smoke and turned in an alarm. Firemen put out the blaze.
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Ottawa, Toronto, Hamilton, London, North Bay, Winnipeg, Regina, Calgary, Edmonton, Vancouver.
+ mieres.
OLD-TIME IDEAS
(Continued from Page 1) more blase as time went on, sometimes talking about a top
quality film with afterwards.
The best time for the preview it at about 8:30 p.m. on a day near the close of the run of the regular feature. The audience is bright and fresh and gets its best reaction then. Any kind of a good picture gets a hand and is talked about later.
Several major distributors have said okay to making their features available for such pre
indifference
The personal appearance idea
»+ has come back strongly as was ; shown in leading Canadian cities | through
Richard Todd and Jack Webb,
the recent visits of
| both through Warner Bros. Not
only did press, radio and TV give
“; them all the attention they de
HEAD OFFICE: 4040 St, Catherine Street West, Montreal. \ | BRANCHES AT: Halifax, Saint John, Quebec, Montreal, i
DS-55-23
' sired, but the two appearances in
; each theatre drew lineup busi
| ness and gave the boxoffice last| ing strength.
Todd was here to help The
Dam Busters, an AB-P producCENTURY is a name that is solidly | | |
tion distributed on this continent by Warners, and Webb came in
} support of his Pete Kelly’s Blues.
It’s a little easier to get stars for p.a.’s now, since so many of them have an interest in the pictures in which they appear. Canadian distributors have been quick to recognize the outstanding response to the personal presence of a picture’s leading player. It
' also helps future features in
which he appears if they have any measure of quality.
Soon due in Toronto, Montreal, Winnipeg and Vancouver is Cary Grant, who will take some bows in front of Alfred Hitchcock’s newest VistaVision feature for Paramount, To Catch a Thief, in which he stars.
It may be that other ideas
| that haven’t been used so much
in recent years can be brought back with the same good results,